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16.
INBOUND LINKS
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b

17.
RECIPROCAL LINKS
Beloved of „SEO‟ companies.
Unless there is a „real world‟ partnership , you could be penalised by Google
www.yoursite.com/page-a
www.anothersite.com/page-b

18.
Your
site
BBC
lots of links to
it, so it has lots
of authority
Local Chamber of
Commerce
Few people link to
it, but those that do
are trustworthy
Link Farm
Loads of links
to it, but mainly
reciprocal and
quite a few
questionable
links
LINKS PASS AUTHORITY
Cultivate links from trusted websites, they pass more authority

19.
Your
site
BBC
Local
blog
Business
partner
Local
press
Trade
magazine
Local Chamber of
Commerce
LINKS PASS AUTHORITY
A diverse, but relevant, set of linking websites is best

21.
GET INBOUND LINKS TO IMPORTANT PAGES
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b

22.
KEEP IT NATURAL
• Number 5 on Google UK
• Number 1 on Google UK
• Number 8 on Google UK
http://www.google.co.uk/search?&q=trampolines
Is this
reflected
on news
sites, social
media, sear
ch volumes?

28.
gA site that is accessible makes the web a better place for everyone. This is a good thing.
HOW DOES GOOGLE DETERMINE RELEVANCE?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you‟d taken a photograph of a
motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.

44.
WEBMASTER TOOLS
• Sign up in YOUR name (not your web developer‟s)
• Follow the instructions to verify your site
• On some CMS you can verify yourself
– If not, send the files to your developer
• Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
• Learn some cool stuff!
GOOGLE & BING WANT TO HELP YOU
www.google.com/webmasters/ & www.bing.com/toolbox/webmaster